From good to great - How to beef up your localization program
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Are you getting ready to support the next phase of global enterprise growth — only this time with more agility, cost control, or automation in your localization program? We know what you’re going through. Thousands of established enterprises are struggling with these same issues on the path to global leadership. Now’s your chance to learn from top global brands and get a leg up on your competition.
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From good to great - How to beef up your localization program
- 1. v From Good to Great: How to Beef Up Your Localization Program
- 2. “Some localization managers are born great, some achieve greatness, and some have greatness thrust upon 'em.” From Shakespeare's Twelfth Night, 1602 (adapted)
- 3. c You’ve Come a Long Way… • Essential localization processes set up • Consumers of local content reasonable happy • Some metrics and KPIs in place • Localization budget exists • Solid internal buy-in and visibility • “Things work, but…”
- 4. c What’s Different Now • Reuse lags behind industry standards • Inconsistencies • Scalability is an issue • Increasing # of internal customers and stakeholders • Multiple LSPs to manage • Multiple in-country resources • Workflows are now more complex • Local audiences more granular • Localization assets scattered • Translations technologies not integrated, or missing completely
- 5. Establish a Central Localization Team as a “Shared Service”1
- 6. Localization Program Localization Production International Brand Oversight Localization Support Infrastructure Emerging Globalization Program Management • Supports all business groups neutrally • Easier to scale • Maximizes economy of scale and buying leverage
- 7. Linguistic Quality Program Manager & PMs • Manage and track linguistic quality program via clearly defined metrics • Satisfy linguistic requests of market stakeholders in all regions Localization Technology and Workflow Manager • TMS • Localization tools • Workflow automation Localization Program Manager • Oversee logistics of global program • Satisfy internal customers • Oversee Quality Program • Manage vendors Localization Brand / Product Manager(s) • Oversee brand/product quality • Ensure quality and on-time project delivery • Standard localization project management functions Localization Program Localization Production International Brand Oversight Localization Support Infrastructure Emerging Globalization Program Management
- 8. Linguistic Quality & Review Process2
- 9. • You don’t really know how good (or bad) your quality is • You have lots of quality data, but it’s difficult to interpret it and share internally • Negative feedback from your in-country reviewers • Lower user acceptance than expected • High rate of linguistic bugs logged in testing • Disproportionately high support demands in one or more markets • Inconsistencies over time and across languages and products • High site traffic bounce rates • Multiple quality frameworks, often after an acquisition Typical Pain Points & Symptoms
- 10. • Start adopting an enterprise-level LQA program… • …but take it step by step • Look at the big picture: quality is as an ecosystem with many interrelated parts Solution
- 11. Content audited Quality metrics set Content strategy Workflows defined Review cycles defined SLAs and KPIs established Linguistic review team in place Language assets managed Dashboards, BI and analytics available
- 12. Set Your Priorities Right • Fix a translation before release as needed • Diagnose recurring problems • Create/manage your language assets – TMs, style guides & glossaries • Build a dedicated reviewer program • Aggregate program-wide quality data • Monitor and analyze performance
- 13. Quality metrics set Workflows defined Review cycles defined Linguistic review team in place Language assets managed Phase I Focus
- 14. Content audited Content strategy SLAs and KPIs established Dashboards, BI and analytics available Phase II Focus
- 15. Get Your Language Assets in Order3
- 16. Aim for Quality at Source Effective asset management aligns stakeholders, translators and reviewers around clear guidelines, resulting in: • consistency • faithfulness to brand • efficiency • cost savings Creation Management Automation Glossaries • A list of approved product or industry terms, defined and translated Translation Memories • Database of past translations that can be reused Style Guides • Clearly defined stylistic preferences such as voice, tone, grammar and punctuation
- 17. Suggested Clean-Up Activities • Consolidate and classify existing assets • Create or update style guides / branding guides • Audit / clean up current TMs and glossaries • Schedule regular maintenance of assets • Deploy tools to build / manage these assets • Deploy automatic language checkers to enforce consistency • Create a blueprint so you can quickly ramp up with new languages
- 18. Dashboards and Analytics • Aggregate quality data from across your linguistic program to get hard data and insights that inform business decisions • Make custom reports and dashboards that deliver the most important views of real-time data with click- through access to details by: • language • vendor • content type • business unit • date range • other segments • Data analysis; trends, patterns
- 19. Create Your Own Voice and Tone 4
- 20. Recommendations • Understand the style and terminology of major platforms as used in individual locals – Microsoft – Apple – Google • Align yourself first, distinguish yourself later • Understand target demographics and user profiles
- 23. Make Sure Your Voice Stays Current • Watch for gradual x radical changes • If your product speaks the language of your users, they tend to develop a much tighter, personal relationship with them • Trends – Consumerization – More personal language, using everyday words – Simpler terminology – Even colloquial and playful expressions
- 24. Example: New Microsoft Voice & Tone
- 25. Build or Buy Decisions on Localization Platforms5
- 26. Sequence of Implementing Translation- Related Technologies (Simplified) Translation & localization tools Translation Memory (TM) Terminology Management System Content Management System (CMS, WCMS) Content Authoring System Translation Management System (TMS) & Workflow automation Content Optimization Machine Translation Community translation platform Quality Assurance checking tools
- 27. Yes, You Will • As you consolidate and centralize localization, you WILL need a TMS and workflow automation at some stage • Don’t invest in or rely on obsolete technologies • There are dozens of TMS’ on the market today • All marketed as the “right” solution to the enterprise customer yet each caters to a different set of needs • No one system is right for everyone regardless of the hype • With average investment of no less than $50,000 for an enterprise implementation, carefully evaluate how well the system conforms to your needs
- 28. Recommendations • Involve all key stakeholders that touch translation in any way – Including any groups utilizing freelance translators, LSPs, in-house reviewers, in-country resources, SMEs, subsidiaries and resellers in linguistic tasks on a regular basis • Gain a big picture view of current globalization strategy and how the translation cycle fits into that process – Including types of content, company priorities, content creation & translation workflows, critical needs, technology budget, long and short term goals and company policies regarding adding new technology • Pay special attention to customizable workflows, offline/online capabilities for translators, and integrations with your existing systems
- 29. Build • Your product, process and/or business model is truly unique • Standards support ineffective • Uncomfortable tie-in to localization services • Limited customization options • Not truly enterprise scale • You have the resources and capabilities
- 30. Buy • You don’t have the resources nor capabilities • Time is of the essence • Capabilities to customize TMS to suit your specific needs • By coding your platform to meet your specific needs, you would tie your hands and prevent future agility
- 31. Reach “the Next One Billion” 6
- 32. Reach “the Next One Billion” • Expand your language coverage • Focus on long tail languages • Expand into content for new audiences in existing locales • Re-prioritize content for translation • Get serious about Machine Translation • Involve local communities to help accelerate market penetration
- 33. Marketing and demand generation Sales tools and collateral Public relations Local social media Product User Interface User Assistance Website and online presence Multilingual SEO Customer and product support Training Legal
- 34. Update Your Key Metrics 7
- 35. Update Your Key Metrics & KPIs • Concrete ROI – Contribution to top line revenue – Efficiency increases – Include internal costs • Productivity metrics • Comparison with industry benchmarks and peers • Language quality metrics are evolving – Drop LISA, think levels of quality for individual target audiences – Local user feedback and engagement • Make them 100% transparent and visible
- 37. • This is an exciting stage of development • Use newly available resources to increase scalability and efficiency • Make quality a non-issue • Increase your visibility and importance internally • Invest into future; be ready to drop the old • Get ready for the next stage
- 38. Q&A